Google AdWords Adds Click-to-Call Ads to Conversion Columns

Google AdWords advertisers who are currently using mobile click-to-call ads will now find them listed in the regular Conversion columns, Google announced. This is part of a change Google announced last month to make it easier for advertisers to optimize their bidding strategy for click-to-call.

Now, calls made by customers from an AdWords ad, for both mobile and desktop searchers, will be reported under a newly added column for Estimated Total Conversions.

Click-to-call ads were previously found under a “Phone Call Conversions” column in the AdWords reporting. With the change to the regular conversion column, this means that advertisers will be able to use the many free automated bidding tools from AdWords in order to improve the ads performance as well as to save time while optimizing campaigns.

These new click-to-call conversions are available in countries where Google has forwarding numbers available. Right now, the forwarding numbers are available in the U.S., UK, Germany, and France.

Google is hosting a webinar today, November 13, at 10 a.m. PT to walk through the Estimated Total Conversion reporting, on phone calls as conversions, as well as best practices for using click-to-call.

Want to stay on top of the latest search trends?

Get top insights and news from our search experts.

Related reading

SEO and performance marketing agency BrightEdge today released a new report which sheds light on the steadily widening gap between mobile and desktop search. I spoke to Erik Newton, VP of Customer Marketing and Head of SEO at BrightEdge, about the report’s findings, Google’s mobile-first index tests, and how SEOs can adapt their strategy.

Mobile SEO is distinct from its desktop counterpart in significant - sometimes very subtle - ways. As mobile usage continues to grow, user behaviors and expectations change too. In this article, we'll look at three categories in which mobile SEO stands apart, with practical tips to help marketers drive improved performance in each.

Google has released a new, feed-based mobile homepage in the US, in perhaps the most drastic and significant update of its homepage since 1996. We take a look at what the relaunch entails, and how it might change things for marketers.

Here we’ll take a look at the basic things you need to know in regards to search engine optimisation, a discipline that everyone in your organisation should at least be aware of, if not have a decent technical understanding.